Bad driving is no laughing matter. Or is it?
A recent road safety awareness campaign from the City of Toronto centres on a faux institute called ‘Steve Fenton’s School of Bad Driving’ to illustrate just how ridiculous common bad-driving practices like speeding up for yellow lights and text-messaging while driving are. The ‘school’ even has a jingle, a logo, and a branded car that will be popping up around the GTA with ‘Steve Fenton’ doing some ‘safety’ demonstrations. (He’ll be parked in pedestrian areas like mall parking lots so as not to be a roadside distraction.)
The campaign, which launched in mid-September, includes radio, outdoor, guerrilla and online efforts, as well as a hotline with
pre-recorded ‘tips of the day’ from Steve Fenton.
‘Even though it’s funny stuff…you realize: ‘What I’m doing is ridiculous’,’ says Brian Howlett, CD at Toronto-based AMW, adding that while Steve Fenton’s ‘tips’ are obviously ill-advised, many people are guilty of the bad behaviour. ‘It was in the brief to do something different…to deliver a serious message in a light way.’
client: Steve Johnston, senior communications co-ordinator, City of Toronto
agency: AMW
CD: Brian Howlett
copywriter: Jeremiah McNama
AD/illustration: Chad Burnie
agency producer: Bob Kirk
account executive: Michael Orpen
account director: Tina Fernandez
media director: Ruth Smith
media executive: Charlene Lorette
studio: Pirate
